Effect of Market Share on Competitive Advantage of UAP Old Mutual Insurance Firm in Kenya
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IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 22, Issue 8. Ser. V (August 2020), PP 39-49 www.iosrjournals.org Effect of Market Share on Competitive Advantage of UAP Old Mutual Insurance Firm in Kenya Mary Wambui Gichohi11, JamesNjau Mwangi2, Paul Omato Gesimba3 1,2,3 Department of Business, St. Paul’s University Abstract: Over the last few years, the insurance sector has experienced increased competition. This has been greatly attributed to increased taxation from regulator through introduction of new requirements, increase in risk management costs, capital inadequacy and high compliance cost. It is with this reasons that UAP Holdings agreed to merge with Old Mutual group to form one entity. Therefore the study sought to assess the effect of market share on competitive advantage of insurance firms in Kenya. The study was informed on the concept of, market power theory. The study targeted 51 department heads from the five UAP old Mutual branches in Nairobi as they are the decision makers. The researcher used Census since the target population was small. The study utilized both primary and secondary data. Questionnaires were used to collect primary data desirable for the study. The questionnaire contained both closed and open-ended items. The researcher got secondary data from the AKI report (2012-2018) to assess the performance and the market share of the insurance firm before and the merger and acquisition. The researcher also obtained data from the financial statements of UAP Old Mutual official website to get information on the capital gains and asset base of the insurance firm before and after the merger and acquisition. After acquiring all the necessary permissions the researcher administered the questionnaire directly to the respondents using a drop and pick up later technique. Piloting was done in other insurance in Nakuru County. To ensure that all the items used in the research instrument were consistent and valid, the instruments were then subjected to scrutiny and review by the researcher’s supervisors at St Pauls University. Data was analyzed using both descriptive and inferential statistical methods. Descriptive analysis was done using frequency, percentage, means and standard deviation. Inferential statistics will involve the use of Pearson’s Product Moment correlation and multiple regression models to determine the nature of the relationship between the variables. Data was presented in tables and bar graphs. The findings concluded that market shares have significant effect on the competitive advantage of UAP Old Mutual insurance firm in Kenya. From the findings the researcher recommended that insurance firms should focus on increasing their market shares because it represents the percentage of an industry or market’s total sales that is earned by a particular company over a specified time period.. Key words: Market Share, Competitive Advantage, and Mergers and Acquisition ----------------------------------------------------------------------------------------------------------------------------- ---------- Date of Submission: 02-08-2020 Date of Acceptance: 17-08-2020 ------------------------------------------------------------------------------------------------------------------------ --------------- I. Introduction A merger is the combination of businesses which occurs when two companies, more or less on equal footing, decide to join forces (Tomlison, 2015). On the other hand, acquisitions are business combinations which occur when one company takes over another company. For the entire Mergers and acquisition process to be a success, there must be a transfer of the capabilities and knowledge for cost effective synergies to become a reality. There are certain objectives and reasons for mergers and acquisitions that propel the increase in mergers and acquisitions (Hensmans, 2016). Mergers and acquisitions have become an important medium to expand product portfolios, enter new markets and acquire technology, gain access to research and development and gain access to resources which would enable the company to compete on a global scale (Yadav& Kumar, 2016). There are many reasons to merge with or to acquire another company: greater market share, diversification into a related group of products or services, expansion up or down the supply chain, gaining cutting edge expertise for new product development. Mergers and acquisitions were used as strategic tools from last two to three decades, various organizations used M&A’s for enhancing their efficiency and effectiveness extensively. In fact developed countries are showing more cases of M&A’s such as U.K and USA as compared to developing countries. It is indicated that in U.K the value of mergers transactions from the insurance firms was 2532 million pounds in 2010 but later 2015 it increased up to 32600 million pounds that is showing tremendous increased in mergers transactions (Arnold, 2017). In 2018 the newly merged Standard Life Aberdeen offloaded its entire life assurance business to Phoenix Group for £3.24 billion. The company received £2.3 billion in cash and a 19.9 per cent stake in Phoenix from the transaction. DOI: 10.9790/487X-2208053949 www.iosrjournals.org 39 | Page Effect of Market Share on Competitive Advantage of UAP Old Mutual Insurance Firm in Kenya In developing economy like Pakistan, merger activities in the insurance sector of Pakistan picked up by the liberal reforms announced by insurance regulatory authority of Pakistan in 2010. The insurance sector of Pakistan showed drastic changes from the past few years due to the liberal reforms taken by insurance regulatory authority of Pakistan. There are various factors which are responsible for mergers and acquisitions in Pakistan including regulatory capital requirements, changes in legal framework and profit seeking. The insurance regulatory authority of Pakistan made it mandatory for insurance firms to maintain minimum paid up capital from time to time, then it becomes very difficult for insurance to meet these criteria alone and the insurance firms started to combine together, equal level insurance merged and larger insurance firms acquired the certain smaller insurance firms, (Rhoades, 2015). In recent years, mergers and acquisitions (M&A) activities have become an important channel for investment in Africa for both global and local market players. M&A deals have allowed companies to consolidate their positions in African markets, contributing to better market access and competitiveness. Nevertheless, the African M&A market is still very small compared with other regions in the world. There are also regional disparities within the continent as the market is essentially dominated by deals in South Africa., (Economic Policy Research Centre, 2019). In 2015 and 2016 there were several merger and acquisition in the insurance sector in South African in 2015 Tokio Marine Merged with HCC insurance. Over the last few years, the insurance sector in Kenya has continued to grow in assets, deposits, profitability and products offering. The growth has been mainly underpinned by an industry wide branch network expansion strategy both in Kenya and in the East African community region as well as automation of a large number of services and a move towards emphasis on the complex customer needs rather than traditional „off-the half’ banking products. Players in this sector have experienced increased competition (Insurance Industry Annual Report, 2018). In Kenya, there has been increasing number of mergers and acquisitions across the various economy sectors and particularly in the financial sector. Some of the notable mergers and acquisitions in Kenya’s Insurance Industry include those of ICEA and Lion Assurance Company to form the ICEA LION group; that of Apollo Insurance Company Limited and Pan Africa Insurance Company to form APA Insurance; Old Mutual acquired UAP Insurance; LeapFrog Investments, a private equity firm, acquired Resolution Insurance; Saham Group of Morocco acquired Mercantile Insurance Company Ltd; Prudential Plc of UK acquired Shield Assurance Company Ltd and that of Britam Investment Group acquiring Real Insurance Company Ltd (IRA, 2016). In Kenya, mergers and acquisitions are used for various reasons including as market entry strategies by companies involved, enhancing market share, to increase product line, to overcome financial difficulties or to meet specific government legislation. More mergers are likely to take place in Kenya if the government through the Central Bank of Kenya implements its proposal to increase the minimum capital requirements for financial institutions in the country in a move aimed at stabilizing the country’s financial sector (Inoti, Onyuma&Muiru, 2014). Mergers and acquisition has been happening in the Kenyan insurance industry since early 90s. The most recent merger has been UAP-Old Mutual Group, where UAP Holdings agreed to merge with Old Mutual group to form one entity in June 2015. Financial performances for merged insurance companies have been of great interest to researcher. Some studies done have concluded that M & A have improved financial performance of the post-merger firms (Mwanza, 2016). The UAP Old Mutual Group now comprises of three key players as a result of the acquisition of a controlling stake in Faulu in 2014 and UAP in 2015 by Old Mutual. The acquisitions resulted in Old Mutual Kenya UAP Holdings and Faulu Microfinance Bank, forming one of the largest financial services groups with a growing